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On the occasion of Baselworld, Digital Luxury Group releases the WorldWatchReport™ 2015 Edition.
This report is an Excerpt. To get the complete information, purchase your copy of the WorldWatchReport™ 2015 Edition.
PURCHASE FULL EDITION
How to use this report ……………………………………………………………………….. 5
Key trends 2014 ………………………………………………………………………………..9
The global luxury watch market ……………………………………………………………. 13
Market focus – United States ………………………………………………………………... 49
Market focus – China ………………………………………………………………………… 58
Market focus – France ………………………………………………………………………... 69
Social media ……………………………………………………………………………………78
Appendix – global top 50 ranking …………………………………………………………...89
Methodology ………………………………………………………………………………..… 92
Brand ambassadors ………………………………………………………………………..…. 27
Models pricing ………………………………………………………………………..………. 35
© Digital Luxury Group 4
Insights on the Apple Watch ………………………………………………………………… 31
TABLE OF CONTENTWorldWatchReport™ Full Year 2014 Edition
HOW TO USE THIS REPORTto your advantage
• Benchmark your brand’s performance vs its competitors in key markets, as highlighted in your quarterly brand intelligence dashboard.
• Measure the impact of strategic marketing campaigns in terms of natural consumer interest and optimize your media budget allocation.
• Identify new opportunities : find untapped growth potential where demand for your category is bigger than for your brand.
• Early warning about threats or trends building up.
© Digital Luxury Group 5
A MARKET STUDY LIKE NO OTHERTracking natural pre-spend consumer behavior online
• 11th Edition
• 600,000 Relevant Online Searches Analyzed Daily
• 62 Luxury Watch Brands
• 20 Markets
• 11,000 Models and Collections
• Based on DemandTracker™, DLG’s proprietary technology that tracks consumer interest.
• Published in partnership with Europa Star and the gracious support of the Fondation de la Haute Horlogerie
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© Digital Luxury Group 7
62 OF THE MOST RENOWNED LUXURY WATCH BRANDTracked by the WorldWatchReport™.
COUTUREWATCH & JEWELRY PRESTIGEHAUTE HORLOGERIE HIGH RANGE
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United StatesMexicoBrazil
United KingdomGermany
FranceSwitzerland
SpainItaly
RussiaUnited Arab EmiratesSaudi ArabiaQatarIndia
ChinaHong-KongJapanTaiwanThailandSingapore
20 OF THE MOST IMPORTANT MARKETS WORLDWIDETracked by the WorldWatchReport™.
GLOBAL CONSUMER INTEREST EVOLUTIONOnline interest for luxury watch brands, worldwide
50%
70%
90%
110%
130%
150%
170%
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+10% GROWTH2014 VS 2013
Origin of interest
GLOBAL CONSUMER INTEREST GREW BY +10%
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Origin of Interest 2014[Evolution of interest 2014 Y/Y vs. 2013]
GROWTH RATE BY REGIONBreakdown by region, worldwide
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Evolution of interest 2014 Y/Y vs. 2013
GROWTH RATE BY CATEGORYBreakdown by category, worldwide
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Evolution of interest 2014 Y/Y vs. 2013
MARKET EXPOSURE BY CATEGORYMarket exposure by category, worldwide
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Origin of Interest 2014
GROWTH RATE BY CONGLOMERATEConglomerates vs. Independent, Worldwide
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Evolution of interest 2014 Y/Y vs. 2013
TOP 15 MOST SEARCHED LUXURY WATCH BRANDSWorldwide
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Share of Interest 2014 and evolution of interest 2014 Y/Y vs. 2013
FASTEST MOVING LUXURY WATCH BRANDSGrowth rate, worldwide
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Evolution of interest 2014 Y/Y vs. 2013
FASTEST MOVING LUXURY WATCH BRANDSEvolution of share of interest, worldwide
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Evolution of share of interest 2014 Y/Y vs. 2013
TOP 15 MOST SEARCHED LUXURY WATCH BRANDSWorldwide
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X-Axis & Bubble size: Share of interest 2014Y-axis: Evolution of interest 2014 Y/Y vs. 2013
LUXURY WATCH CLIENT BEHAVIORBreakdown of search intentions, worldwide
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• Searches for specific watch models and collections (explicitly typed in by the consumer) accounted for 21% of global searches.
• 10% of queries search for the price of luxury watches.
Share of Interest 2014
TOP 7 LUXURY WATCH BRANDS WITH HIGHEST REPAIR RATENormalized gross repair rate, worldwide
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TOP 50 MOST POPULAR BRAND AMBASSADORSWorldwide
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Share of interest 2014 and rank evolution vs. 2013
BRAND AMBASSADOR ACTIVITIESAmbassador Activity Breakdown
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Share of interest 2014
GLOBAL INTEREST FOR THE APPLE WATCH IS RISINGWorldwide
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Normalized volume of search 2014
AVAILABLE IN THE 2015 EDITION
Digital Luxury Group Intelligenceintroduces a full analysis on the AppleWatch and the smartwatch market.
Included:
1. Full year global interest for the AppleWatch evolution
2. Competition benchmark
3. Breakdown by intention & country0
50
100
150
200
250
MOST SOUGHT-AFTER BRANDS FOR SMARTWATCHESWorldwide
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• Out of the 62 brands of the WorldWatchReport™, TAG Heuer is the brand that gets the most searches related to the keyword “smartwatch”.
• Rolex is second even though the brand has not made any official announcement to date about the potential launch of a smartwatch. Nor has Omega.
© Digital Luxury Group 34
DLG does not expect the gold version of the Apple Watch to directly threaten the Swiss luxury watch industry. While being similarly priced, it
addresses consumers who are willing to spend money on a watch that will become outdated within 2 years, whereas Swiss luxury watches are designed
to last over time.
The Apple Watch generates a lot of buzz but does not meet the values and requirements of the Swiss luxury watch buyers: it is perishable, it is not
certified and it does not act as a standalone device.
DIGITAL LUXURY GROUP INTELLIGENCE OPINIONApple Watch Edition
INTEREST FOR MODELS BY PRICE RANGEInterest for models, worldwide
• Most of the interest (21%) for specific models is for models between $4,000 and $6,000.
• 4% of the interest for specific models is for models over $100,000.
• Models under $6,000 accumulate 50% of the interest for specific models.
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$1000-$3000
$3000-$4000
$4000-$6000
$6000-$8000
$8000-$11000
$11000-$16000
$16000-$24000
$24000-$37000$37000-$100000
$100000+0
11%
0
18%
0
21%
0
16%
0
8%
0
9%
0
5%
0
4%
0
4%4%
Share of interest Feb. 2014 – Jan. 2015
INNOVATION INDEX BY PRICE RANGEInnovation index, worldwide
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Innovation Index Feb. 2014 – Jan. 2015
EVOLUTION OF INTEREST FOR MODELS BY PRICE RANGEEvolution of interest for models, worldwide
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Evolution of interest Aug. 2014 – Jan. 2015 vs. Feb. 2014 – Jul. 2015
• The interest for models priced between $6,000 and $8,000 is growing faster (+20%) than the interest for all the price ranges together (+17%).
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EVOLUTION OF INTEREST FOR MODELS BY PRICE RANGEEvolution of share of interest for models, worldwide
Evolution of share of interest Aug. 2014 – Jan. 2015 vs. Feb. 2014 – Jul. 2015
“Brands should prepare for increase consumer attention by once again offering solid value propositions and product
choices under $5,000. If they do they will be able to benefit from a return of consumer attention. If not they risk totally
alienating consumers who see their products are wholly over-priced and without a lot of long-term value.”
© Digital Luxury Group 40
- Ariel AdamsFounder & Editor In Chief
aBlogtoWatch, USA
CONTRIBUTOR INSIGHTGlobal pricing
CASE MATERIAL INTERESTInterest for models, worldwide
65% Steel
11% Rose gold
5% Platinum
4% Yellow gold
3% White gold
12% Others
© Digital Luxury Group 41
• Models in steel are the most sought-after with 65% share of interest while all gold models combine 18%.65%
11%
5%
4%
3%
12%
Share of interest Feb. 2014 – Jan. 2015
CASE MATERIAL PRICES
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Interest for models, worldwide
X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015Y-axis: Catalogue/Search median price [USD]
MOVEMENT INTERESTInterest for models, worldwide
76% Automatic
13% Quartz
11% Manual
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• Most of the interest for models over $1,000 is for automatic watches.
• Automatic watches account for 69% of the models over $1,000.
76%
13%
11%
Share of interest Feb. 2014 – Jan. 2015
CASE MATERIAL PRICES
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Interest for models, worldwide
X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015Y-axis: Catalogue/Search median price [USD]
COMPLICATIONS PRICE & INTERESTInterest vs offering for models, worldwide
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X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015, base-100: chronographY-axis: Catalogue median price
Discover the new pricing indicators developed by Digital Luxury Group Intelligence with breakdowns and rankings
by brands, collections and models for your selection of competitors.
Contact us for more informationa
© Digital Luxury Group 48
MODELS PRICING – FULL EDITION
FULL BREAKDOWN AVAILABLE UPON REQUEST
CONSUMER INTEREST EVOLUTIONOnline interest for luxury watch brands, USA
50%
60%
70%
80%
90%
100%
110%
120%
130%
Global
United States
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2014 data availablein the full edition
GROWTH RATE BY CATEGORYBreakdown by category, USA
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Evolution of interest 2014 Y/Y vs. 2013
GROWTH RATE BY CONGLOMERATEConglomerates vs. Independent, USA
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Evolution of interest 2014 Y/Y vs. 2013
“Couture watches suffered over the last year from low or weak product releases as well as what felt like a decrease in overall marketing efforts for their watches even if the
marketing efforts for their larger brands remained strong.”
© Digital Luxury Group 53
- Ariel AdamsFounder & Editor In Chief
aBlogtoWatch, USA
CONTRIBUTOR INSIGHTUSA
TOP 20 FASTEST MOVING LUXURY WATCH BRANDSGrowth rate, USA
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Evolution of interest 2014 Y/Y vs. 2013
TOP 10 INTEREST-DRIVING CITIESUSA
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Origin of interest 2014 and evolution of interest Y/Y vs. 2013
CONSUMER INTEREST EVOLUTIONOnline interest for luxury watch brands, China
50%
100%
150%
200%
250%
300%
Global
China
© Digital Luxury Group 59
2014 data availablein the full edition
GROWTH RATE BY CATEGORYBreakdown by category, China
© Digital Luxury Group 60
Evolution of interest 2014 Y/Y vs. 2013
“In 2015, classic elegant (dress watches) will be well-promoted by the powerful brands. Watches for women do
better than previous years and online retailers improve their service. Low to middle price ranges will find a smart way to fit into the market by introducing new or recovered
collections.”
© Digital Luxury Group 61
- Henri LiuEditor In Chief
Wbiao.com.cn, China
CONTRIBUTOR INSIGHTChina
GROWTH RATE BY CONGLOMERATEConglomerates vs. Independent, China
© Digital Luxury Group 62
Evolution of interest 2014 Y/Y vs. 2013
TOP 15 MOST SEARCHED LUXURY WATCH BRANDSChina
© Digital Luxury Group 63
Share of interest and evolution of interest Y/Y 2014 vs. 2013
TOP 20 FASTEST MOVING LUXURY WATCH BRANDSGrowth rate, China
© Digital Luxury Group 64
Evolution of interest 2014 Y/Y vs. 2013
CONVERTING THE CHINESE INTEREST INTO SALESTop-15 luxury destinations, Chinese travelers
© Digital Luxury Group 65
“The most surprising news in 2014 is that Chinese travelers still buy strongly in overseas outlets. This will affect the
global marketing strategy of luxury brands, to expect more impact on marketing in China as well as Chinese favorite
destinations in terms of luxury consumption. And to expect less local retail. The proportion of watches sold to
Chinese at overseas outlet will keep growing.”
© Digital Luxury Group 67
- Henri LiuEditor In Chief
Wbiao.com.cn, China
CONTRIBUTOR INSIGHTChina
CONSUMER INTEREST EVOLUTIONOnline interest for luxury watch brands, France
50%
60%
70%
80%
90%
100%
110%
120%
130%
Global
France
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2014 data availablein the full edition
“The year 2014 has been a strange one in terms of pace. The French market had a difficult start to the year in terms
of traffic from January to May this was a long tunnel,and then consumption picked up again in December
ultimately yielding positive results.”
© Digital Luxury Group 71
- Laurent PicciottoFounder and Managing Director
Chronopassion, France
CONTRIBUTOR INSIGHTFrance
GROWTH RATE BY CATEGORYBreakdown by category, France
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Evolution of interest 2014 Y/Y vs. 2013
GROWTH RATE BY CONGLOMERATEConglomerates vs. Independent, France
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Evolution of interest 2014 Y/Y vs. 2013
Facebook number of new fans
2nd 3rd1st
+ 1'049'397
+ 814'392
+ 569'601
+ 524'735
+ 452'946
+ 242'506
+ 229'172
+ 195'987
+ 193'907
+ 171'745
+ 150'047
+ 134'721
+ 97'907
+ 87'831
+ 85'563
Chanel
Rolex
Louis Vuitton
Tiffany & Co.
Dior
Cartier
Bulgari
Ralph Lauren
Longines
Panerai
Hermès
Hublot
Audemars Piguet
IWC
Tag Heuer
FASTEST GROWING COMMUNITIES ON FACEBOOKFacebook, Worldwide
© Digital Luxury Group 81
Number of new fans Q4 2014 Q/Q vs. Q3
Instagram number of
new followers
2nd 3rd1st
FASTEST GROWING COMMUNITIES ON INSTAGRAMInstagram, worldwide
+ 836'342
+ 236'093
+ 198'481
+ 151'352
+ 104'868
+ 75'201
+ 69'873
+ 63'723
+ 39'968
+ 39'845
+ 36'776
+ 29'957
+ 23'806
+ 21'477
+ 16'017
Louis Vuitton
Tiffany & Co.
Hermès
Ralph Lauren
Hublot
Chopard
Bulgari
Van Cleef & Arpels
Audemars Piguet
Omega
IWC
Tag Heuer
Jaeger-LeCoultre
Harry Winston
Piaget
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Number of new followers Q4 2014 Q/Q vs. Q3
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HAUTE HORLOGERIESocial media overview
Number of fans/followers and engagement rate Q4 2014
© Digital Luxury Group 84
WATCH & JEWELRYSocial media overview
Number of fans/followers and engagement rate Q4 2014
© Digital Luxury Group 85
COUTURESocial media overview
Number of fans/followers and engagement rate Q4 2014
© Digital Luxury Group 86
PRESTIGESocial media overview
Number of fans/followers and engagement rate Q4 2014
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HIGH RANGESocial media overview
Number of fans/followers and engagement rate Q4 2014
On the occasion of Baselworld, Digital Luxury Group releases the WorldWatchReport™ 2015 Edition.
This report is an Excerpt. To get the complete information, purchase your copy of the WorldWatchReport™ 2015 Edition.
PURCHASE FULL EDITION
TOP 50 MOST SEARCHED LUXURY WATCH BRANDSWorldwide
© Digital Luxury Group 90
Share of interest 2014 and rank evolution vs. 2013
TOP 50 MOST SEARCHED LUXURY WATCH MODELSWorldwide
© Digital Luxury Group 91
Share of interest 2014 and rank evolution vs. 2013
… WITH PROPRIETARY INTELLIGENCE
© Digital Luxury Group 94
Scope Definition(brands, markets, languages, segments, categories, destinations)
Dataset Research(collecting brand-related phrases, removing unrelated keywords, data harmonization)
Monthly Data Collection(exact match search volumes)
Semantic interpretation(mapping keywords with user intentions)
Extraction and analysis(Metrics definition and data visualization)
The billions of luxury-related online
searches made worldwide through the top
search engines (Google, Bing, Yandex,
Baidu) are collected, interpreted and
analyzed by our in-house proprietary
DemandTracker™ technology in order to
generate insights on the global luxury
industry.
Insights – Trends, Challenges and Opportunities
DLG PROPRIETARY INTELLIGENCE
Search Engines
Based on Google, Bing, Yandex in Russia and Baidu in China.
Search Queries
Extracted from search engines, the large amount of exact search queries collected every month for luxury brands encompass a large semantic field related to the brands, and include synonyms, plurals and misspellings. Over 500 million searches monthly.
Markets
The current geographic coverage includes the top 20 luxury export markets: Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand, Taiwan, United Kingdom, United Arab Emirates, United States. Additional markets can be added upon request.
Languages
English, French, Italian, German, Japanese, Portuguese, Russian, Simplified Chinese, Spanish, Arabic and Thai.
Brands
+600 brands across 6 segments: Watches, Hotels, Fashion, Jewelry, Beauty, Cars.
© Digital Luxury Group 95
For more information on methodology: www.worldwatchreport.com
ABOUT DIGITAL LUXURY GROUP
Digital Luxury Group (DLG) is the digital partner of forward-thinking luxury brands. With offices in Geneva, New York and Shanghai, DLG combines leading brand intelligence with bespoke digital marketing services.
From creation to implementation, we empower brand strategies with our proprietary data and research. For more information: www.digital-luxury.com.
Since 2004, DLG has been publishing the WorldWatchReport™ a baseline market study for the watchmaking industry in partnership with Europa Star and with the precious support of the Fondation de la Haute Horlogerie.
Digital Luxury Group, DLG SA7 Avenue Krieg
CH-1208 Geneva Switzerland
© Digital Luxury Group 96
DIGITAL LUXURY GROUP INTELLIGENCE TEAM
© Digital Luxury Group 97
David SadighFounder & CEO
Raoul BeckChief Operating Officer
Jonathan CifuentesHead of Technology
Inès LazaroProduct & Marketing Manager
Marine ScullyMarketing & Intelligence
Robin HurniResearch Analyst
Inès Lazaro
Product & Marketing Manager
98
+41 22 702 07 51
http://www.linkedin.com/in/ineslazaro
© Digital Luxury Group
CONTACT